Forum member “ErinDecker” tells the other members that she is planning to
reorganize a PPC plan for a client that has been maintaining it internally
up to this point. Typically, she uses a variety of broad, phrase and exact
match depending on initial results she gets from broad match, or if their
goal is very specific she may narrow in right away. She also sets up
negative keywords accordingly.

This is the first time that Erin has encountered every keyword in every
campaign and ad group having a broad match, phrase match and exact match
version.